A modern website, like any other marketing activity, must be able to connect your prospects to the sales pipeline, and prove ROI. No longer can a business website simply be a signpost for your company and products.
A website should behave as a digital marketing presence, integrate with your sales and database tools, and be optimized to turn browsers into buyers. Here are six ways to connect your website with your sales funnel.
A responsive, user-friendly content management system (your website’s back end) keeps your marketing and communication teams motivated to update and optimize your web content when your site’s content management system removes barriers to adjustments and updates.
If you use an open-source CMS (like WordPress), it also makes implementing the rest of these points much simpler, and more stable, thanks to the size of its open-source development community to create plugins, guides, and solutions to challenges business to business company websites face.
B2B Brand Identity
Brand identity makes your business recognizable, and helps you stand out in a sea of competitors, especially in markets that make differentiation a challenge.
When it comes to a website, your brand identity can be reflected with your logo, colors, site design and layout, site functionality, and photography of your people & products.
ATAK Interactive recently relaunched the website and brand identity of Anderson & Vreeland, a long-time business to business marketing client. See how this change has benefitted their company by reading our case study.
B2B Marketing Strategy
Strategy is a major component of what ATAK Interactive integrates into a new website build. We review your marketing language, functionality, and structure. This process can also be executed with an existing website, especially those on a CMS like WordPress. Some elements of B2B marketing strategy include:
This is an ideal path that visitors to a website can be guided through with copywriting and user experience elements. This should be logical, with each step of the funnel leading to deeper information and more opportunity to make contact through a form, email, phone call, etc.
Depending on your product or service segmentation, you may need one, to three, to ten visitor funnels - this will be a function of the diversity of offerings, combined with the time and resources available for digital marketing.
Communicating Value vs Expertise
Business to business industries are often part of a complex system – whether on a mechanical, legal, or technical level. While expertise is important to be able to communicate, there are factors to address before expertise.
Leading your website’s copywriting should be communicating the value your business brings to clients and customers, and only then should the conversation move to expertise.
Case Studies as Customer Proof
Case studies allows your company so show what it is like to work with your services, from start to finish. Case studies are your biggest opportunity to show your staff at work, and the valuable outcomes of what you can provide.
This is an opportunity to showcase the expertise that this post addressed above. Communicating value in site page copy, site case studies, and over social media is critical. This value is supported by your expertise, and educational resources is a great place to flex those muscles.
Educational resources on your business to business website should be guides, videos, and other tools which make your products easier for customers to use, and easier for prospects to evaluate your products and services.
B2B Customer Conversion Tools
So you’ve built a great website, a beautiful design, and your copy is as persuasive as it comes – but do your customers know how to work with you?
Customer conversion tools take the away the complications. These tools can be a variety of elements like forms (we like Gravity Forms), pop-ups urging an email contact, making your social media handles visible, and live-chat.
Above all, it’s important to make sure that you appear open to communication and questions, and offer different ways for customers to get in touch.
B2B Marketing Database Tools
Marketing database tools help your marketing and sales teams track and contact leads when they reach a predefined threshold of interest in your company. For most B2B websites, this is triggered by filling out a form.
When a form is filled out, that data should be integrated to one or both of your b2b email marketing and customer relationship management databases. This way, sales and marketing can make communicating with prospects and customers seamless.
This list of marketing strategy, tools, and ongoing communication management represents a sizeable investment of time, resources, and expense for any B2B organization. That investment means little without data to provide insight toward how your site and content are being found and used by visitors. Data-driven tools like Google Analytics can provide much more than search keyword data, and conversion tools like Olark can also provide information about visitor analytics.
Once a B2B website has been developed to include these essential pieces, you’ll be in a much better position to motivate prospects to become leads, and make the most of their visit and contact information. As you collect and learn to understand this marketing information, and prospect-lead conversion behavior, you can continue to improve your web presence and apply your insights to new marketing campaigns.
If you’re ready for a full-service digital marketing website and campaign, get our team of marketing experts to review your current website and let’s start planning your 2017 business growth roadmap.